Come On Barbie Let's Play Hockey, PWHL Teams Up With Barbie

Barbie has teamed up with the PWHL as an official partner. The league and Barbie, as VP of Business Operations Amy Scheer says, share the goal of empowering women and girls.

The PWHL and Mattel Canada announced a new partnership for the league’s inaugural season. The agreement sees the leading global toy company’s iconic Barbie brand, named an Official Partner of the PWHL.

“Barbie represents female empowerment, and like the PWHL, breaks down gender barriers to redefine what’s possible for women and girls of all ages,” said Amy Scheer, PWHL Senior Vice President of Business Operations. “This partnership will amplify the league’s positive role models and champion the belief that a girl can be anything she wants to be, including a professional hockey player.”

“We are proud to partner with the Professional Women’s Hockey League in their inaugural year,” commented Tara George, General Manager, Mattel Canada. “As a brand, Barbie strives to inspire the limitless potential in every girl, and we are thrilled to work with the PWHL to spark new dreams for female hockey players in Canada.”

The partnership includes a video series of inspiring content for kids, presented by Barbie, featuring PWHL players sharing their stories across broadcast and social media platforms. Additional activations include in-arena rink boards and in-game moments across the league’s three Canadian markets in Montréal, Ottawa, and Toronto.

The inaugural PWHL regular season began on January 1, 2024, and includes 72 games through May 5, 2024, followed by playoffs.